Direct marketing has generated an increasing interest among academics and practitioners over the past few years. This is due to competitive market environment, advancement in technology and changing behavior of customers which are difficult to predict. Despite of numerous studies that have provided important insights into the direct marketing, the understanding of this topic of growing interest and importance still remains deficient. Therefore, this paper is to provide a comprehensive framework to guide research efforts focusing on direct marketing strategy and aid practitioners in their quest to achieve direct marketing success using data mining methods.